Brooks Sports steps into a new e-commerce site

By Zak StamborManaging Editor

The mulitichannel retailer worked with Demandware to launch its new site.

Footwear manufacturer and online retailer Brooks Sports Inc. is running full force into e-commerce with the relaunch of its U.S. e-commerce site. The retailer plans to revamp its global e-commerce sites throughout this year. Brooks operates at least 19 global sites.

The retailer says its revamped site, based on a Demandware Inc. platform, will offer Brooks more flexibility and control in managing online content to promote the company’s “Happy Running” brand image of high-tech running gear. The aim is to attract more visitors and increase conversion rate, says Meredith Han, director of online marketing.

The site features a Flash-based hero shot highlighting a particular shoe model. Below the hero shot is a Twitter feed called the Talk that features various Brooks’ staff members’ tweets.

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The site also has links to the retailer’s Shoe Advisor, a feature that helps consumers find shoes that fit the way that shopper runs. Other links allow consumers to register for races.

The site also has a Customer Favorites section, which highlight the shoes with the best PowerReviews ratings on the site. Demandware Commerce has built-in integrations with PowerReviews, as well as other vendors, such as payment processor CyberSource.

“As the Brooks brand continued to pick up speed within the running community, we knew we needed to provide an online destination for our customers where they could not only learn about the latest running technology, but also improve the way they make their purchases through the site,” says Han. “Demandware allows us to have a reliable and safe shopping destination for our customers, while also upgrading our online merchandising capabilities, and making it easier for our consumers to find product and relevant multimedia content.”